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论文编号：	11266
作者编号：	2320170545
上传时间：	2019/12/10 16:18:30
中文题目：	YQ保险公司车险盈利提升研究——基于渠道视角分析
英文题目：	Car Insurance Profit Promotion Research of YQ Insurance Company——Based on Channel Perspective
指导老师：	郝臣
中文关键字：	车险业务；盈利能力；渠道管理；YQ保险公司
英文关键字：	Auto Insurance；Profitability；Channel Management；YQ Insurance Company
中文摘要：	2015年商车费改正式启动以来，车险盈利状况遭遇挑战，大部分财险公司车险业务亏损，盈利情况持续分化。2015年至2018年市场车险综合成本率分别为99.38%、99.07%、98.96%和99.86%，2019年一季度，车险承保亏损近亿元，综合成本率破百，承保利润率达到负万分之三。而由于车险业务在财险行业仍占据不可动摇的主导地位，其盈利水平对财险公司的盈利起着决定作用，车险盈利问题已经成为制约各家财险公司转型的重要难题。 本文以车险业务的渠道视角为切入点，通过案例研究方法，以YQ保险公司为分析对象，首先从公司经营概况、车险经营状况、盈利情况三个方面明确了YQ保险公司的发展现状。在对盈利现状分析的基础上，提出了盈利存在的问题，并深入探讨了其背后的原因，在内部因素和外部因素之外，本文从一个全新的视角——渠道视角对车险盈利问题进行剖析，渠道视角既涉及内部的渠道清分、定价和预算问题，也涉及外部的渠道市场布局和费用策略问题，是内外部综合影响的重要因素。最后，针对渠道视角下的盈利问题一一提出了对应的改善举措，以期能提供车险盈利能力提升方面的参考性建议。 本文作为案例研究，从渠道管理的视角出发，将保险公司的经营管理需求与盈利水平提升紧密结合起来，提出四个方面盈利改善的建议。一是明确渠道定位，优化渠道布局，以更符合市场实际的渠道布局支撑盈利能力的提升；二是实施渠道清分，明确各渠道业务边界与清分规则，完善相应的组织架构、绩效考核体系和协同能力，为各渠道盈利能力提升提供保障；三是推动精准渠道定价、费用管理能力、送修资源效率为一体的管控举措，业务前后端联动实现盈利能力提升；四是建立财务预算、业务预算相结合的预算管理体系，明确体系内各层级角色与职责，提升预算管理专业能力，明确预算全流程的内容与目标。本文将盈利能力研究与YQ保险公司的渠道业务管理实践相结合，以完善的渠道管理支撑公司盈利能力提升，这是本文的创新和价值所在。
英文摘要：	Since the implement of the Automobile Insurance Reform policy released by Chinese government in 2015, the earning performance of auto insurance sector has encountered unmet challenges, featuring by most property insurance companies bearing losses of their auto insurance business with earning condition continuing to be diverged. The comprehensive cost ratios of market auto insurance from 2015 to 2018 were 99.38%, 99.07%, 98.96%, and 99.86%. In the first quarter of 2019, the auto insurance underwriting loss was nearly 100 million yuan. Auto insurance business contributes for an unshakable dominance in the property insurance industry, and its profitability plays a decisive role in the profitability of property insurance companies. The issue of auto insurance profitability has risen a serious challenge for property insurance companies. From the perspective of marketing distribution channel of auto insurance business as the entry point, This paper analyzes YQ Insurance Company. From three aspects of company operation overview, auto insurance status and profitability, this paper analyzes the development status of YQ insurance company as well as its current status of auto insurance profitability, raises the issue of profitability and explores the deep reasons. This paper analyzes the auto insurance profit problem from a new perspective, the marketing distribution channel perspective, includes its internal channel clearing and pricing issues and budget, and external channel market layout and cost strategy issues. Finally, it proposes the corresponding improvement measures, in order to provide reference suggestions for the profitability improvement of property insurance companies. As an empirical study, this paper combines the management and profitability of insurance companies, proposing four suggestions for profitability improvement. Firstly, to set up the right target and responsibility of marketing distribution channel, the company need to optimize channel layout, and improve profitability of company through channel layout. Secondly, implement channel clearing. Clarify the business boundaries of each channel and develop channel clearing rules. Improve the corresponding organizational structure, performance appraisal system and synergy to ensure the improvement of profitability of each channel. Thirdly, improve channels pricing power, cost management capabilities, and efficiency of resource management. Improve profitability through front-to-back linkage. Finally, establish a comprehensive budget management system that combines financial budget and business budget, identify roles and responsibilities of each people within the system, improve the professionalism of budget management capabilities, and clarify the content and objectives of the entire process. Combining profitability research with the channel management of YQ Insurance Co., Ltd, this paper analyzes how to improve company profitability through channel management, which highly represents the innovation and value of this article.
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